Evidence should support the exact statement being made
Use factual explanations, attributable expertise and verifiable examples rather than unsupported success claims. An elaborate infographic cannot validate a metric that has no source or defined measurement method.
A useful AI-discovery page makes its facts, methods and limitations inspectable. A generic citation attached to a broad claim is weaker than a source that directly supports the relevant statement. Original calculations also need visible assumptions.
A worked example
A hypothetical article claims a method doubles qualified leads but cites a general AI adoption survey. The citation does not establish the outcome. Replacing the claim with a worked hypothetical calculation and its boundaries is more honest unless real outcome evidence exists.
How to apply it
- Classify statements as verified facts, attributed research, interpretation or illustration.
- Place supporting citations near the claims they actually establish.
- Review source dates, populations and methods before generalizing.
What the result can establish
Do not describe synthetic demo records as observed client success. Public research can inform a method without validating a vendor’s performance. Reliable evidence helps readers judge the answer; it cannot guarantee AI citation.
Reference: FTC: advertising guidance for small business.
Supporting documentation
FTC: advertising guidance for small businessNIST: AI Risk Management FrameworkGoogle: AI features and websitesGoogle: AI features and your website